Retail Pro Gives Accessory Store Unmatched Customer Insight and Competitive Edge

Furniture World Magazine

In the home accessories industry, much can be said about getting to know your customers. Having a detailed description of customers' buying habits is an invaluable tool when deploying a direct mail campaign. However, obtaining such information can be expensive and often requires outside help. At least, that's what Bill Snyder once believed to be true. Snyder, owner and proprietor of William Glen, a Sacramento-based store specializing in high-end home accessories, has found an easier, more cost-effective way to keep track of his customers on a daily basis. Through the use of his Point-of-Sale (POS) and inventory control system, Retail Pro, Snyder found he is able to compile targeted mailing lists which have helped improve sales and increase profits at a lower overall cost. During April 1997, Snyder noticed sales in his cookware line were a "lousy" $3,000. During April 1998, Snyder used Retail Pro to compile a list of cookware-buying customers and sent them a direct mail piece advertising specific products. Sales of cookware for April 1998 totaled $15,000, an increase of 400 percent. "We started this business in 1963 and since the beginning we have looked for the complete package in a computerized POS and inventory system," said Snyder. "We found a package that does just that, plus much more." Snyder commented that, even beyond the expected functions of his new system, he is able to track the buying nuances of his best customers. Furthermore, he is able to keep an updated mailing list of all patrons for direct mail purposes. "I now have the ability to target my direct mail using many different criteria," said Snyder. "I can target by past purchase history, individual habits, customer interests and any other subject matter that improves my mailing list's accuracy." In a recent example, Snyder decided to discontinue a line of paintings from his inventory. In order to move out the remaining inventory, he placed a full color ad in the local newspaper at a cost of $ 1,500 and sold just three pieces. He then compiled a list of 63 customers that fit the buying profile lie desired and, for the cost of only the paper and stamps, sent a direct mail piece to those customers. As a result, Snyder sold all additional 14 paintings. Snyder points out that the Retail Pro system allows him to save money lie would have otherwise spent on buying a list or hiring a company to collect the same type of data. And, although his direct mailings cost the same as before purchasing Retail Pro, his returns are much more profitable. "By targeting the customer based on purchase history, you can manage your spending much more effectively," said Snyder. "For example, my Waterford Crystal sales have grown from $250,000 annually to $500,000, and I attribute that increase to the targeted direct mailings I've created with Retail Pro." Snyder said that the Retail Pro system will play an important role if and when he decides to open a new store. "Choosing a new location and determining the focus of the new store will both be contingent on Retail Pro data." Retail Pro is a comprehensive point-of-sale and inventory control software developed by Retail Technologies International (RTI) in 1986. Surpassing the standards for customer satisfaction set by the National Retail Federation, Retail Pro is a cost-effective solution for retailers ranging from small single stores to large, multi-store environments. It is currently being used worldwide by more than 5,000 businesses including retail giants Swarovsky Crystal, Baccarat, Lalique, Louis Vuitton and United Colors of' Benetton. Retail Technologies International, Inc. is an international company that develops and distributes Retail Pro point-of-sale and inventory-control software for the management of retail specialty stores and chains. Based in Carmichael, Calif., it maintains quality control over an international support network that provides service and support to more than 15,000 retail sites in 47 countries worldwide. For more information on Retail Pro, contact (916) 483-1656. Fax, (916) 481-6903. Or, visit RTI's Web site at http://www.retailpro.com